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The Art and Science of increasing conversions

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Ifraz Mughal UX Architect @ifraz TUI Travel, Brighton

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Always be testing  

Persuasion Architecture: User Centred achievement of business goals  

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Planning KPIs – clear targets Personas & scenarios

Prototyping > usability testing

Live Environment Test design variations Maintain successful variant Repeat process

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The process flow

Proximity  to  conference  =  ?  

6  minutes  by  car……  

Venue  itself  

Measurement Framework Measurable Goals & Key Performance Indicators

   

 

1) Business Objectives à  2) Goals à   3) KPIs à   4) Target

Increase revenue

Increase online purchases

# transactions for last 60 days

Currently 468 – increase by 2%

Increase revenue per order AOV for last 60 days Currently €82.43 -

increase by 3%

Increase number of website members (Retention)

Increase online renewals % of policy renewals (60days) Increase by 10%

Increase member online registrations # registrations (60days) Increase by 5%

Maintain and increase membership retention online

% of members renewing (60days) Increase by 7%

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“You  create  the  system  your  visitor  must  navigate.  

People  don’t  cause  defects,  systems  do”  

W.  Edwards  Deming    9  

People and Interactions take precedent over processes and tools  

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User Centred Design

Users and their tasks Business and its goals

Interaction design ‘sweet spot’

Home  

Category  

Sub-­‐category  

Product  

Booking  funnel  12  

Where should we test?

Google Analytics Visitors’ Flow

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Google Analytics Funnel

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Drilling down - cart

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Drilling down – personal details

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Usability Heuristics

1.  Visibility of system status

2.  Match between system and the real world

3.  User control and freedom

4.  Consistency and standards

5.  Error prevention

6.  Recognition rather than recall

7.  Flexibility and ease of use

8.  Aesthetic and minimalist design

9.  Help users recognise, diagnose and recover from errors

10. Help and documentation http://www.useit.com/papers/heuristic/heuristic_list.html

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Booking funnel guidelines

1.  Maintain a clear and concise progress indicator 2.  Design the primary action as a call to action button, all other

actions get visually degraded from this 3.  Keep the form fields to a minimum 4.  Provide a clearly labeled help section 5.  Avoid jargon – keep language as clear and simple as possible 6.  Error messages need to be contextual 7.  Do not force registrations nor sign-ups (do not tick checkboxes

as default) and keep the terms & conditions in the background

2 elements with 2 variations = 4 tests 3 elements with 4 variations = 64 tests 4 elements with 5 variations = 625 tests

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A/B & multivariate tests

http://visualwebsiteoptimizer.com/ab-split-test-duration/ 20  

A/B & multivariate calculator

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Summary

Know your Business goals Know your Users Always Be Testing

Always Be Testing – Bryan Eisenberg & John Quatro-vonTivadar KPIs - http://management.about.com/cs/generalmanagement/a/keyperfindic.htm Usability heuristics http://www.useit.com/papers/heuristic/heuristic_list.html Steve Krug – Don’t make me think                      

References

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